Growing Screen and Video trends: Internet Trends Report 2014 – Part 4/4

Screen and Video Growth

This is the FINAL POST in our four-part blog series breaking down the internet findings released in Mary Meeker’s 2014 annual internet trends report!

The first three posts focused on:

This post will focus on the proliferation of screens, the disappearance of traditional remote controls, linear television being replaced by the internet television and how channels are being replaced by apps.

 

Screens proliferating 

As mobile devices increase in popularity, the number of screens in our homes are multiplying. At any one time, people can be watching TV whilst messaging on their mobile phone and surfing the internet on their tablet, and doing work on their laptop.

  • 84 percent of mobile owners use their devices, which is approximately two times higher than reported two years ago.
  • In 2014, smartphone are the most used and viewed medium in most countries around the world.
  • With the increasing screen usage, media engagement rates are rising – during the Olympics users with four screens reportedly showed twice as high media engagement rates than single mobile screen users.
  • More screens mean that consumers are being exposed to more content in shorter periods of time.

slide #99 - scren usage times

 

Traditional remote controls disappearing

  • In addition to the previous re-imagining trends mentioned in Post 2 and Post 3, traditional remote controls are transforming.
  • Traditional remote controls have developed into a new IP-enabled search engine.
  • Trends show that as smartphones eclipsed feature phones, smart televisions and smart television adapters are radically changing the internet-enablement of both large and small screens.
  • The report indicates that the new smart television adaptors that have been developed and released – such as Amazon Fire TV launched in April 2014, Google Chromecast launched in July 2013, Roku launched in May 2008, and Apple TV launched in January 2007 – have been extremely successful, recording tens of millions of users.
  • Trends reveal that smart television shipments are growing as a percentage of the total number of televisions shipped – they account for 39% of global television units shipped in 2013.

kpcb-internet-trends-101

 

Internet TV replacing linear TV

  • Trends reveal extremely high levels of content creation, consumption, curation and distribution of videos on the internet.
  • As we keep mentioning, consumers are watching more and more video. Mobile devices are allowing and encouraging increased video consumption.
    • 22% of online video time is spent on mobile devices – this is an increase of two fold year on year.
    • To read more about the rise in demand for video content, click here.
  • Consumers are increasingly demanding and expecting to have the ability to watch TV on their own terms – deciding what the content is and when they can view it.

Image courtesy of SlideShare 

Apps replacing traditional channels

  • Traditional linear TV channels are shifting towards becoming “on-demand” apps, and consumers are voting for social video over television.
  • YouTube has developed significantly to hosting and offering a plethora of new channels on premier distribution networks – of this 40% of all users were on mobile devices (and this number is continuously rising).
  • YouTube channels have shown epic reach and growth, as consumers show rising consumption levels of both long and short-form videos

YouTube channels growth

  • The average duration for the top 10 videos is approximately seven minutes
  • As video consumption increases, short-form video content is becoming more popular and creative – the report states the top three short-form videos are:

1.  Nike Football at 49 million plus views
2.  Dove “Patches” at over 20 million views
3.  Evian Spider Man at over 16 million views

  • Digital ads are developing (thanks to Google and YouTube’s TrueView ads)
    • AdWords places video ad content on Google which YouTube users can choose to skip
    • Ads are transforming from commercials to short-form videos – changing from commercials users want to skip to videos users want to watch
    • Advertisers are winners – advertisers only pay for ads that users watch and engage with, which also improves the direct click-through rate
    • Data collection – YouTube is now able to collect data revealing users engagement patters with ads which help improve both the users’ experience and advertisers’ return on investment
  • The report highlighted trends showing that social television can actually improve the impact of ads, and that consumers are also demanding for more personalised social television (such as Netflix)
  • The younger demographics were reported showing preference for on-demand video – the millennial demographic spend 34% of their television time online, which is approximately three times more than non-millennial demographic.

Millennials

 

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Hopefully these four blog posts will help to summarise Mary Meeker’s intense and in-depth report, drawing particular focus to the marketing and social media related information. If you have any questions or comments regarding any of these four posts, please leave a reply below!

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